Bagels are toroid-shaped pieces of bready awesomeness seemingly designed for toppings like cream cheese, smoked salmon, veggies, eggs, or almost anything else that seems like a good idea on top of a piece of bread. A good bagel has a crusty bite and a softness inside, but for all the pros, they’re still not the healthiest of treats. Bagels are full of carbohydrates, and thus calories, and not much else, nutritionally.

Food startup BetterBrand wants to make healthier food and has taken the bold move of reinventing bagels as a protein-packed, low sugar, and low carb alternative. Their first consumer product, the Better Bagel, aims to satisfy that bagel craving without all the harmful effects of the real deal, such as diabetes, high blood pressure, and obesity.

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It’s a bold mission, and reviews on the taste are somewhat mixed, but the packaging certainly doesn’t disappoint. The plain flavor of BetterBrand’s alt-breads gets packaged in white pouches and boxes with strong Apple vibes, a shorthand way to signal high-tech innovation and “thinking different.” The everything Better Bagel variety flips the color palette with an equally chic black background. An illustration of a seemingly OG bagel looks great against the white or black background and provides some bready comfort, an indication that what’s inside isn’t some mad scientist’s failed foray into the kitchen. Typography is excellent and sharp, lending some class not found in typical bagel hocking, but this isn’t your boomer dad’s schmear delivery device.

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Better Bagel has enough promise and performance to gain a toehold in the bread world, and with solid packaging, it may just have enough runway to perfect and popularize its protein and fiber-packed alt-bagel. Anyone looking to experience the hype can purchase Better Bagels direct at EatBetter.com.

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